The new mode of writing business cases focuses on the benefits of the idea rather than the cost. It should also be about speed and capture of data rather than tomes of content. Find out how to create a better business case.

1. STOP WRITING BAD
BUSINESS CASES!

2. About Nick Coster
Head of Training services and Co-founder at
Brainmates.
I have been developing and managing products
for over 20 years.
I have trained the Essentials of Product
Management to over 2000 product management
professionals.
I have also consulted to clients whose products
include legal accounting software, implantable
medical devices, fashion, personal training, pay
TV services and financial services.
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3. Who is Brainmates?
A Product Management consulting
and training business
To provide experienced Product
Management to businesses that want
to truly understand their customers’
needs ....
Our mission:
About Brainmates
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4. ... to develop innovative products that
their customers love.
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5. STOP WRITING BAD
BUSINESS CASES!

6. Things We Like…

7. But who likes business cases?
Why?

8. EXERCISE
Fear Of Business Cases
Who has had to write a
business case?
Who has had to read one?
Who enjoyed the process of
either?

9. The Problem With Business Cases…
They try to predict the future.

10. The Problem With Business Cases…
The are soulless and dull for even
the most interesting ideas.

11. The Problem With Business Cases…
People don’t read them

12. WHY DO WE NEED A
BUSINESS CASE?

13. The Business Case Is A Decision Making Tool
It helps the business quantify the opportunity.
Maximise its investments.
Find the opportunities that can deliver the highest return.
It helps the business prioritise it’s activities.
Businesses have limited resources.
Determine the best opportunities to allocate it’s people and
money.
Captures Assumptions and Risks
Understand the risk of any new opportunity and the impact it may
have on the business.

14. The Business Case is the Champion of the Idea
The Business Case is the sales pitch.
It must tell a story.
It must demonstrate that the idea
will enable the organisation to hit its
goals.
Without a Business Case, ideas
remain as ideas.

15. PROBLEMS TO AVOID
WHEN WRITING BUSINESS
CASES

16. Don’t Apply The Usual Process
The usual process is to speak to a few
stakeholders, write a Business Case for the full
investment, circulate to the stakeholders and
obtain approval.
This means that the Business Case inputs are
not entirely accurate.
Finalise
The
Business
Case
Step 1

17. Don’t Justify The Spend
Business Cases are too focused on defending
the solution and the amount required to fund
the solution or project.

18. Don’t Make It All About The Spreadsheet
There is more to the Business Case than the
spreadsheet.
Often many find it difficult to understand the
bigger picture in the spreadsheet.

19. Don’t Start With A Document
The Business Case
process begins before
the documentation.
Investigate the benefits
of the idea by engaging
with:
Stakeholders
Customers
Suppliers

20. A BETTER WAY TO
DEVELOP A BUSINESS
CASE

21. Reverse The Perspective
Focus on describing the opportunity investment
before justifying costs.
This means researching the benefits of the
opportunity:
Quantifying the benefits through additional revenue or decrease
cost in the business.

22. Do It Incrementally
Instead, ask for investment to fund the learning
of the opportunity, the solution design and the
final delivery of the project.
The incremental learnings will enable better
inputs into the final business case.
Finalise The
Business
Case
Prototype
The Idea
Research
The
Opportunity
1st Investment 2nd Investment Final
Investment

23. Make It About The Story
Storytelling is part of our DNA.
Humans have been passing on key cultural and
historical information through narratives for all of
human history.
It's how we have and will continue to absorb and
relay information.
Business cases are no different.
To get buy-in, it needs to focus on a compelling
story.

24. Cost StructureBusiness Benefit
Target
Audience
Target
Audience
Benefits
Target
Audience
Problem
Solution
Concept
Competing
Alternatives
Key
Differentiator
Revenue
Model
Idea Name:
www.brainmates.com.au
Risk &
Assumptions

25. EXERCISE
Use A Business Case Canvas
Capture your findings in a 1 page Business
Case Canvas.

26. Cost StructureBusiness Benefit
Target
Audience
Target
Audience
Benefits
Target
Audience
Problem
Solution
Concept
Competing
Alternatives
Key
Differentiator
Revenue
Model
Idea Name:
www.brainmates.com.au
Risk &
Assumptions

27. Any Questions?

28. Connect with Brainmates
Brainmates Group @Brainmates
#prodmgmt
Facebook.com/Brainmates
www.brainmates.com.au info@brainmates.com.au 1800 272 466
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